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Covenant House

CASE STUDY
Goal

Covenant House, a non-profit organization that helps homeless and runaway youth, wanted to increase overall revenue coming from digital. They also wanted to increase donations from a younger demographic (18-55) all while maintaining revenue from their core donor base.

Channels

PAID SOCIAL

DISPLAY

PAID SEARCH

SEO

ANALYTICS

Process

Direct Agents began by segmenting missions that that Covenant house supports. Instead of focusing on just one broad issue, such as youth homelessness, Direct Agents segmented multiple action-oriented causes, some including: LGBT homeless and youth trafficking. Creative and audience segmentation was then built to ensure reach of new potential donors. Direct Agents tested the message (positive vs. Negative), case, and ask type (donation, sustainer, lead) to find the best combination for every segment.
Results
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+72% Revenue YoY

Contributions from Younger Demographic

+46% Revenue YoY

Contributions from Core Customers with Static Spend

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